Step-by-step guide for US brands to launch on Amazon India. Covers Amazon Global Selling, FDI compliance, IOR services, FBA India, and marketing strategies for the $150B Indian e-commerce market.
India represents one of the largest untapped opportunities for American brands. With $150+ billion in e-commerce sales, 500 million online shoppers, and a growing middle class hungry for quality international products, Amazon India offers US sellers a massive new market to conquer.
But here's the challenge: You can't simply list your US products on Amazon.in and start selling. India has unique FDI regulations, import requirements, and compliance needs that require careful navigation. The good news? With the right approach, you can be selling on Amazon India within 2-4 weeks.
In this guide, we'll cover everything American brands need to know:
| Metric | India 2026 | Growth Rate |
|---|---|---|
| E-commerce Market Size | $150+ Billion | 25% YoY |
| Online Shoppers | 500 Million | 15% YoY |
| Amazon India GMV | $25+ Billion | 20% YoY |
| Smartphone Users | 900 Million | 10% YoY |
| Average Order Value | $20-35 | 8% YoY |
Amazon Global Selling (AGS) is Amazon's program that helps US sellers expand to international marketplaces, including Amazon India (amazon.in). However, AGS for India works differently than for other countries.
| Aspect | India | UK/Germany/Japan |
|---|---|---|
| Direct Selling | ❌ Requires local entity or IOR | ✅ Can sell directly |
| GST Registration | ✅ Mandatory | VAT after threshold |
| FBA Available | ✅ Yes (through local partner) | ✅ Yes (directly) |
| Product Certifications | BIS, FSSAI, Drug License | CE marking |
| Bank Account | Indian bank required | Payoneer accepted |
Bottom line: You cannot use your US Amazon seller account to sell directly on Amazon India. You need either an Indian legal entity or an Importer of Record partner.
An IOR is a licensed Indian entity that legally imports your products, handles customs, and sells on marketplaces on your behalf.
How it works:
Pros:
Cons:
Best for: Brands testing India market, seasonal products, <50 SKUs
Establish your own Indian Private Limited Company with 100% foreign ownership.
Requirements:
Timeline: 6-8 weeks for entity + 2-3 weeks for marketplace activation
Costs:
Best for: Brands committed to India long-term, 50+ SKUs, want Brand Registry and full control
Before shipping anything, verify your products can legally be sold in India:
| Product Category | Required Certification | Timeline |
|---|---|---|
| Electronics | BIS (Bureau of Indian Standards) | 8-12 weeks |
| Food & Supplements | FSSAI License | 4-8 weeks |
| Cosmetics & Skincare | CDSCO Drug License | 6-10 weeks |
| Toys | BIS Certification | 8-12 weeks |
| Wireless Devices | WPC Approval | 4-6 weeks |
| Fashion & Apparel | No certification needed | - |
| Home & Kitchen | No certification needed* | - |
*Some kitchen appliances require BIS. Contact us for a free product assessment.
Decide between IOR (fast, low investment) or WOS (full control) based on:
If using IOR, this is handled for you. If setting up WOS:
For brand protection and A+ Content access:
Shipping options from USA:
Pro tip: Use sea freight for initial bulk inventory, air freight for replenishment to avoid stockouts.
Fulfillment by Amazon India offers:
FBA Fees in India (2026):
| Product Size | Fulfillment Fee | Storage Fee (per month) |
|---|---|---|
| Standard (up to 500g) | ₹25-45 | ₹30/cubic ft |
| Standard (500g-1kg) | ₹45-65 | ₹30/cubic ft |
| Oversize (1-5kg) | ₹80-150 | ₹25/cubic ft |
Before setting prices, calculate your landed cost:
US Product Cost: $10.00
International Shipping: $2.00 (sea freight)
Import Duty: $2.40 (20% average)
GST on Import: $2.60 (18% on CIF + duty)
Landed Cost: $17.00
Amazon Referral Fee (15%): $3.60
FBA Fee: $0.80
Closing Fee: $0.30
Total Amazon Fees: $4.70
Advertising (15% of sales): $3.60
Returns (5%): $1.20
Total Cost: $26.50
Selling Price: $24.00 (₹2,000)
Profit: -$2.50 ❌
Key insight: Many US sellers price too low in India. You need 2.5-3x your US cost to be profitable after all fees and duties.
Phase 1 (Days 1-30): Ranking Focus
Phase 2 (Days 31-60): Expansion
Phase 3 (Days 61-90): Optimization
A US-based health supplements company partnered with us for India entry:
| Metric | Result |
|---|---|
| Launch Timeline | 3 weeks (IOR model) |
| First Month Sales | $12,000 |
| Month 6 Sales | $85,000 |
| Category Ranking | #3 in Vitamins & Supplements |
| ACOS (optimized) | 28% |
| Net Margin | 22% after all fees |
Key success factors: FSSAI compliance handled pre-launch, premium pricing strategy, aggressive Diwali campaigns, and localized A+ Content.
Ready to expand to India? Here's your action plan:
With the right partner and strategy, US brands can capture significant market share in India's rapidly growing e-commerce market. Learn about our IOR Services or explore complete India Market Entry solutions.
Book a strategy call with our experts to discuss your growth goals
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